Mg Mivela
MG Mivela d.o.o. is a Serbian privately-held producer of naturally magnesium-rich mineral water (343 mg/L), bottled at source in Trstenik since 1985 and distributed via retail across Serbia, Croatia, Bosnia, Slovenia, and Russia, targeting health-conscious consumers seeking daily magnesium supplementation.
- Company typePrivate
- Founded1985
- HeadquartersTrstenik, Slovenia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mg Mivela does
MG Mivela d.o.o. is a Serbian privately-held natural mineral water producer headquartered in Trstenik, Serbia, where it has bottled at source since 1985. The company's product is sourced from a single natural underground spring located 86 meters deep near the Veluće village, yielding water with one of the highest naturally occurring magnesium concentrations recorded globally at 343 mg/L (approximately 91% of recommended daily intake per liter). The mineral profile, including specific ratios of magnesium, calcium, potassium, and bicarbonate, is preserved through at-source bottling rather than added post-extraction.
The product portfolio comprises three carbonation variants of the same mineral water—carbonated, lightly carbonated, and non-carbonated—packaged in 0.5L, 1L, 1.35L, and 1.75L PET bottles in distinct color-coded formats (green, red, blue). In 2023, the company extended the line with Imuno+, a variant positioned for immune support. The company's value proposition is anchored on documented cardiovascular benefits from a German clinical study (Analyze & Realize GmbH and Charité University Medicine Berlin, n=50, presented at the US NIH Magnesium Research Conference in 2019), which showed clinically significant blood pressure reductions versus placebo.
Mg Mivela operates a direct-to-consumer go-to-market via retail channels (supermarkets and convenience stores) and reaches end consumers in Serbia, Croatia, Bosnia and Herzegovina, Slovenia, and Russia through distributor partnerships (notably OOO STD Plus and OOO Serbski Torgoviy Dom in St. Petersburg for the Russian market). Marketing emphasizes health-and-wellness education across six localized languages, targeting segments including athletes, pregnant and breastfeeding women, stress-exposed professionals, and health-conscious general consumers who use the product as a daily magnesium source. Revenue is generated exclusively through bottled water hardware sales at retailer-determined pricing; no subscription, services, or recurring revenue model is in evidence.
Mg Mivela firmographics
Firmographics- Name
- Mg Mivela
- Legal name
- MG MIVELA d.o.o.
- Website
- https://mgmivela.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MG Mivela d.o.o. is a Serbian privately-held producer of naturally magnesium-rich mineral water (343 mg/L), bottled at source in Trstenik since 1985 and distributed via retail across Serbia, Croatia, Bosnia, Slovenia, and Russia, targeting health-conscious consumers seeking daily magnesium supplementation.
- Ownership category
- akta.pro rank
Mg Mivela industry classification
Industry- Product category
- Bottled Mineral Water
- NAICS
- Bottled Water Manufacturing (312112)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Mineral Water Bottling (Naturally Mineral) (AFAFACAB)
- akta.pro secondary industries
- Sparkling/Carbonated Bottled Water Production (AFAFACAE), Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF), Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)
Keywords
Where Mg Mivela is headquartered
LocationHeadquarters
- HQ city
- Trstenik
- HQ country
- Slovenia
- HQ region
- Europe
Offices1 record
Markets served
Mg Mivela business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Bottled Mineral Water Sales: Mg Mivela generates revenue through the sale of bottled natural mineral water products in various sizes (0.5L, 1L, 1.35L, 1.75L) and carbonation options (carbonated, lightly carbonated, non-carbonated). The company also sells Imuno+ product line based on Mg Mivela water.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Mg Mivela product offering
Product offeringCore offering
Mg Mivela bottles and sells natural mineral water sourced from an 86-meter deep underground spring near Veluće village, Trstenik, Serbia. The water contains 343 mg/L of naturally dissolved magnesium and is offered in three carbonation variants (carbonated, lightly carbonated, non-carbonated) across PET bottle sizes from 0.5L to 1.75L, along with an Imuno+ enhanced variant. Bottling at the source has been continuous since 1985.
Product overview
Mg Mivela is a Serbian natural mineral water brand sourced from an 86-meter deep spring near Trstenik, Serbia, bottled since 1985. The product portfolio consists of three core variants of natural mineral water—carbonated (green packaging), lightly carbonated (red packaging), and non-carbonated (blue packaging)—all containing the same magnesium content of 343 mg/L. An additional Imuno+ variant offers enhanced formulation based on the mineral water with immune support benefits. All variants are available in multiple PET bottle sizes (0.5L, 1L, 1.35L, and 1.75L).
Differentiator
Problem solved
Functional benefit
Brands
- Imuno+: A product based on Mg Mivela water with enhanced immune support benefits, available in 0.5L and 1.35L packaging.
Products and services
- Mg Mivela Carbonated Natural Mineral Water Sparkling natural mineral water with high magnesium content (343 mg/L), available in green PET packaging in 0.5L, 1L, 1.35L, and 1.75L sizes for health-conscious consumers seeking magnesium supplementation through daily hydration.
- Mg Mivela Lightly Carbonated Natural Mineral Water Lightly sparkling natural mineral water with the same magnesium content as other variants (343 mg/L), available in red PET packaging in 0.5L, 1L, 1.35L, and 1.75L sizes for consumers who prefer milder carbonation.
- Mg Mivela Non-Carbonated Natural Mineral Water Still natural mineral water with high natural magnesium content (343 mg/L), available in blue PET packaging in 0.5L, 1L, 1.35L, and 1.75L sizes for consumers who prefer non-carbonated water.
- Imuno+ Enhanced mineral water variant based on Mg Mivela water with additional immune support benefits, available in 0.5L and 1.35L PET packaging for consumers seeking additional functional benefits beyond magnesium supplementation.
Quantifiable outcome
- Reduction of systolic blood pressure by -6.1 mmHg compared to -1.2 mmHg for placebo (p<0.001) after 8 weeks of 1L/day consumption
- +2 more outcomes
Companies that use Mg Mivela
Customer profileSegments4 records
Ideal customer profiles4 records
Mg Mivela technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mg Mivela partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and regional.
- Analyze & Realize GmbHcoreGerman clinical research company that conducted a two-center clinical study on Mg Mivela's effects on blood pressure, together with Charite University Medicine Berlin. The study included 50 patients and demonstrated significant cardiovascular benefits.
- Charite University Medicine BerlincoreLeading German university medical center that co-conducted clinical research on Mg Mivela mineral water's effects on cardiovascular health in a two-center study with 50 hypertensive patients.
- OOO STD Plus (STD Plus)regionalOOO STD Plus is the official distributor of Mg Mivela products in Russia. Located at pl. Alexandra Nevskogo 2, litera E, pom. 43-N, St. Petersburg 191167. Contact: +7 (812) 309-96-19, [email protected], www.serbskitorgovidom.ru
- OOO Serbski Torgoviy Dom (Serbian Trading House)regionalSerbian Trading House based in St. Petersburg, Russia serves as official representative and distributor for Mg Mivela products in the Russian market.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Mg Mivela competitors and assessment
Company assessmentBroad incumbents
- Evian: French premium still mineral water brand owned by Danone with global distribution. Broader incumbent competitor with overlapping natural mineral water positioning and far larger marketing/distribution scale.
- Vittel: French natural mineral water owned by Nestlé Waters, marketed for its mineral composition. Comparable mineral content-driven positioning and European retail presence at greater scale.
Direct peers
- Gerolsteiner: German naturally carbonated mineral water with high mineral content (calcium and magnesium), widely sold across Europe. Directly comparable mineral-water positioning with health/functional messaging and PET/glass packaging.
- Perrier: French naturally carbonated mineral water with strong global brand recognition. Comparable carbonated mineral-water product format and multi-format PET/glass SKU strategy.
- San Pellegrino: Iconic Italian sparkling mineral water sold globally in retail and foodservice. Comparable premium still/sparkling mineral-water positioning and brand-led health/lifestyle marketing.
- Rogaška (Donat Mg parent brand family): Slovenian mineral water brand sourced from the same Rogaška Slatina region as Donat Mg, with a broader portfolio of still and sparkling mineral waters. Comparable regional Central European heritage and bottled-at-source positioning.
- Jamnica: Croatian mineral water brand (part of Fortenova Group), a leading regional player across the Western Balkans. Comparable regional retail footprint and multi-format sparkling/still SKU portfolio.
- Knjaz Miloš: Serbian mineral water brand and the domestic market leader, sourced from Gornja Toplica. Closest same-country competitor to Mg Mivela, with overlapping retail channels in Serbia and the Western Balkans.
- Badoit: French naturally sparkling mineral water known for high mineral content including magnesium. Directly comparable high-mineral sparkling water positioning and European retail presence.
- Donat Mg: Slovenian natural mineral water famous for exceptionally high natural magnesium content (~1000 mg/L). Closest direct competitor to Mg Mivela, sharing the high-magnesium functional positioning, regional Balkan/CEE distribution, and health-benefit marketing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Mg Mivela social profiles
Digital presenceMg Mivela financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mg Mivela leadership team
Management profileNumber of profiles
Mg Mivela funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mg Mivela M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mg Mivela
What does Mg Mivela do?
Mg Mivela bottles and sells natural mineral water sourced from an 86-meter deep underground spring near Veluće village, Trstenik, Serbia. The water contains 343 mg/L of naturally dissolved magnesium and is offered in three carbonation variants (carbonated, lightly carbonated, non-carbonated) across PET bottle sizes from 0.5L to 1.75L, along with an Imuno+ enhanced variant. Bottling at the source has been continuous since 1985.
Is Mg Mivela a public or private company?
Mg Mivela is a private company. It is classified as unknown and is currently operating.
When was Mg Mivela founded?
Mg Mivela was founded in 1985. It employs 51 to 100 people.
Where is Mg Mivela based?
Mg Mivela is headquartered in Trstenik, Slovenia, in the Europe region.
How does Mg Mivela make money?
One revenue line is on record: bottled Mineral Water Sales.
Who are Mg Mivela's main competitors?
Broad incumbents on record are Evian and Vittel. Direct peers are Gerolsteiner, Perrier, San Pellegrino, Rogaška (Donat Mg parent brand family), Jamnica, Knjaz Miloš, Badoit and Donat Mg.
Does Mg Mivela have an API?
No public API is recorded for Mg Mivela.
What industry is Mg Mivela in?
Mg Mivela's product category is Bottled Mineral Water. Its primary akta.pro industry code is AFAFACAB, Mineral Water Bottling (Naturally Mineral), with a secondary code of AFAFACAE, Sparkling/Carbonated Bottled Water Production. Its NAICS code is 312112 and its SIC code is 2086.